By Adam Brotman and Andy Sack
The business playbook for a world where AI does almost everything, and brands still have to mean something.
Also available from Harvard Business Review Press
When Sam Altman sat down with Adam Brotman and Andy Sack, he told them that 95 percent of what marketers use agencies, strategists, and creative professionals for today will soon be handled by AI. Nearly instantly. At almost no cost. No problem.
That sentence changed the book. Adam and Andy went looking for what an AI first world actually requires of a business: how jobs get redesigned, what customers will expect, what skills matter now, and where early wins are hiding in plain sight.
Along the way they spoke with Sam Altman, Bill Gates, Reid Hoffman, Ethan Mollick, and a short list of operators already surfing the change. What came back is a practical, unhyped guide to competing in a market where anyone can build a creatively engaging brand quickly and cheaply.
This is the starting point for leaders who want to move first.
A clear picture of what AI first actually means for your business, not your tech stack.
A framework for redesigning jobs, skills, and customer experience around AI.
Conversations with the people building the frontier: Altman, Gates, Hoffman, Mollick.
Early wins you can run this quarter, before the rest of the category catches up.
"I've known Andy for a long time and he's always had a knack for seeing technology transformations early. For those who don't believe generative AI is going to transform their business (and every customer experience around them), you're not paying close enough attention. Andy and Adam bring clarity to a complex topic and offer a timely and practical roadmap for any business leader looking to harness the transformative potential of AI."
"AI First is a vital roadmap for any leader navigating the transformative potential of artificial intelligence. Adam and Andy distill complex insights into actionable strategies, empowering businesses to innovate with purpose and adapt with confidence. This book isn't just a guide, it's a call to lead boldly into the AI-driven future."
"With the seemingly infinite applications of AI to consumer marketing, operations, creative projects, or personal productivity, it's helpful to be guided by a clear vision and pragmatic guide that not only makes sense of it all but inspires you to put AI to meaningful use. AI First proves to be just such a resource."
Adam Brotman Co-founder and CEO of Forum3. Former Chief Digital Officer at Starbucks, where he led the launch of the company's mobile payment and loyalty platform. Past leadership roles at J.Crew, and board seats at Cabi, Destination Pet and Ruby Tuesday.
Andy Sack Co-founder and Executive Chairman of Forum3. Former advisor to Microsoft CEO Satya Nadella, founder of Keen Capital, and former head of Techstars Seattle. Twenty-five years building and selling technology companies to acquirers including Microsoft and The New York Times.
Built for restaurants. Proven across consumer brands. No pitch deck, no pressure. Just a conversation about where you are and where AI can take your business.
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